Oh the vanity - presentation deck
Today, the lion's share of key decisions about users and experiences are owned by a small contingent of educated people. But when those biases are released into their user base, there is only so much we can do to rescue an investment that fails to resonate. However, there is hope; in some organizations, designers and developers are engaging design research earlier in the process, using stories and statistics to validate a business case for crafting more empathetic products and experiences. In this session, Annie Hardy, Founder of zeet insights, and Krystal Webber, Global Design Lead of IBM Blockchain Services, will discuss the empathetic design approach they've gained from their experience working with populations ranging from indigent Spanish-speaking populations to global corporate CEOs. In the case studies shared, we'll examine the biases that emerged in the design process by government entities, startups, and corporate America. We'll also discuss how large enterprises with large budgets conduct research differently than teams with modest budgets. Attendees will leave with a set of guiding thoughts and approaches they can apply to question their own biases in the design process.
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Oh the vanity - presentation deck
- 1. © 2018, zeet consultingincorporated + oh the vanity! h o w personal biases ruin the best of intentions annie hardy principal and managing director zeet insights krystal webber global design lead IBM blockchain services
- 2. #OhTheVanity #DrupalGovCon annie hardy @ergoannie krystal webber @krwebber1 +
- 3. why are we here? +
- 5. Reagan National Airport has detected a sharp increase in elderly travelers asking where the restrooms are located before they travel. +
- 6. why? +
- 8. the PA system at the Frankfurt airport sucked. +
- 9. elderly travelers were waiting in restrooms so they could hear the announcements about their flights. +
- 10. frequently, we are not our audience. you user +
- 11. design process +
- 13. + Small Businesses employ 47.5 percent of the state’s private workforce. Small Business Association Small businesses are the United States’s economic engine…they are the key to the state’s ability to grow economic output, entrepreneurship, and private sector employment. Acting Chief Counsel Major L. Clark, III
- 15. + Most Small Business Owners Are Happy Staying Small…88% of Small Business Owners aren’t interested in growing a big business. Emergent Research and Infusionsoft
- 16. + Are you offering something that they actually want, and will use?
- 18. 30% of all ED visits in the US are non-urgent, and most non- emergent patients have insurance.
- 19. + Assumption: they need education and incentive.
- 20. + I’m calling you about an emergency room bill we received. ER use for non-emergent conditions isn’t covered by your plan, so you will be responsible for the bill. You can call the hospital to coordinate payment, call our nurse line next time you have an after-hours care need, and connect with your PCP next time you need care. Annie Hardy
- 21. + Barriers to accessing primary care, including lack of transportation and inadequate appointment times, are common reasons for non-urgent emergency department (ED) use. 60% of non-urgent ED patients felt that the ED was more convenient than their PCP. Journal of the American Board of Family Medicine Journal of Ambulatory Care Management
- 22. + Transportation Vouchers + Nurse Line + Extended Clinic Hours + Telemedicine
- 23. + Is your solution designed to practically address the actual needs or journey?
- 25. + Established Apple Stores, Genius Bars, and broke the record for fastest retailer to exceed $1B in less than two years. Ron Johnson Apple Retail Store SVP, 2000-2011
- 26. + #1 retailer per square foot of retail space
- 27. + CEOof JCPenney Nov 2011 - Apr 2013 Tried to take JC Penney upscale
- 28. + Sales dropped 25% and the company lost $4.3B in the first year
- 29. + Too much change too quickly without adequate testing. He argued that testing would have been impossible because the company needed quick results. Bill Ackerman Vancouver Sun
- 30. + Are you testing your solutions with small audiences before implementing them at scale?
- 32. We're bringing the power of AI to the everyday lives of people with diabetes. Medtronic
- 33. This is Brett. He’s a healthy- looking 40- year old father.
- 34. + More than 90% of type 2 diabetics are overweight or obese. Centers for Disease Control
- 35. + Non-Hispanic black, Hispanic, and American Indian/Alaska Native adults are about twice as likely to have diagnosed diabetes as non- Hispanic white adults. World Health Organization
- 36. How will your audience respond to the imagery you use to represent them?
- 37. Remember Brett?
- 38. + Fighting diabetes is a team sport.
- 39. + Are you sure you can eat that? Well, Mom, if you cannot eat that, don't do it! 13-year-old daughter of a Type 2 diabetic
- 40. What is the audience’s environment of influence?
- 41. + Is your assumed audience the actual catalyst for change?
- 42. design process +
- 43. • consider assumptions as hypotheses vs. fact • talk with your audience • explore the broader ecosystem • put on your users’ shoes
- 44. +